Just the Facts: Recruiting to Generation Baby Boomer

Before we start, it is important to understand facts about the Baby Boomer generation. Baby Boomers are typically characterized as those who were born from 1946 to 1964. These individuals were raised by those born in the Depression era. There are many articles on the “exodus” of baby boomers from the workforce and the brain drain that goes along with this exodus. It is true that baby boomers are in or are reaching retirement age. However, over 30% of the baby boomer generation is still in the workforce, and are generally in c-level positions. All generations come with their unique characteristics and strengths that make the recruiting experience slightly different for each group.

Recruiting can be a stressful process, and understanding the values, position, and areas of importance for each person going through the interview process is critical.Generational cohorts have shared experiences and there are some consistencies in behavior amongst each generation in the workforce. However, that is not to say everyone within a generation behaves the same in the workforce. Along with understanding these similarities, recruitment can also be improved through sources such as Lever and a native CRM and marketing automation integration, much like that of Bullhorn and Salesfusion, becoming Sugar Market. Bullhorn helps provide a seamless experience for recruiters to leverage the power of recruiting alongside the value of a personalized marketing approach.This integration can increase “lead” generation related to recruiting. Take these 4 Baby Boomer characteristics into consideration to help recruit the next top member of your knowledgeable workforce.

4 Top Workplace Baby Boomer Characteristics

  1. “If it ain’t broke…” – We should still try to improve it. Baby boomers understand the importance of personal and organizational improvement. While they may like some degree of structure, creating the two-way communication amongst other employees and Baby Boomers is essential so that they can address concerns or improvements they feel can be implemented within a company. This coincides with baby boomers belief in standing up for their rights and strong ideologies, even amongst higher level employees. Try pairing Baby Boomers as mentors with younger generational cohorts such as Millennials or Generation Yers to close any communication gaps there may be. However, there many workplaces have seen challenges in communication between generations, and it is important to understand the trends in each generation’s workplace communication.
  2. Money doesn’t bring you happiness – Money can be an important factor in picking one company over another, however, it is not the end-all-be-all for baby boomers. Baby boomers generally favor healthy retirement packages and a seamless transition of tasks/title from their former jobs. Intrinsic factors drive Baby Boomers to continue succeeding professionally, and their behavior to understand and learn the latest trends and tech shows as a result. This doesn’t necessarily mean that baby boomers are willing to take a pay cut. Instead, some companies are shifting to hiring knowledgeable, part-time employees, like Baby Boomers.
  3. A greater desire for flex time – Despite the popular belief, many baby boomers do value flex time, in fact, approximately 87% desire it. This can be for various reasons, such as valuing self-care, family time, and taking care of aging parents. It’s important for companies to offer the same incentive packages as that of the younger generational cohorts when recruiting Baby Boomers.
  4. Company Loyalty – Unlike Generation Y, who tends to average around ten jobs in their lifetime, Baby Boomers prefer to stay at companies longer than their counterparts. Generational loyalty has shifted as economic factors and company incentive packages have changed. Growing up in tumultuous times in the world meant that a desire for stability was key in employment. This, along with intrinsic drive, contributes to Baby Boomers’ sense of a positive outlook on work. However, this loyalty comes at a price of a company’s long-term standing in the community and in the marketplace. This may be a challenge for small-to-mid sized businesses that may not have wide recognition, but they can rise to the challenge by increasing their reach in the community through hosting events or participating in volunteer activities to increase brand recognition and trust.

Skills, Boomers, and Marketing Automation

Don’t play into the trap that Baby Boomers are not online. In fact, they’re spending just as much as other generational cohorts using their desktop, smartphones and tablet devices to access the digital world. . So what does this mean for recruiters?

Start targeting Baby Boomers through channels that make them feel that the communication is personalized, such as emails. Try setting up nurture campaigns within your marketing automation platform to support your recruiting efforts. Click rates are tracked through each email sent, giving recruiters a more targeted focus throughout the entire recruitment process. Your initial email should include:

Your campaign should also include triggers for phone calls by recruiters to get a more detailed understanding of where they are in the process. Creating these connections can mean a world of difference for an SMB trying to recruit top talent like Baby Boomers.

The Takeaway

As always, each interviewee is unique and has their own set of personal and work experiences that will shape their work persona. However, it is important for recruiters to keep these behaviors in mind when recruiting Baby Boomers, but there will be variations based on the company and industry. Reaching out to Baby Boomers through traditional as well as mobile friendly platforms is essential. About half of Baby Boomers apply for jobs via online resources.